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BUY THIS BOOK  Table of Contents
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 Our casebook complements our textbook and charts an educational course through the key practical issues in the New Economy business landscape. Case studies - long used in clinical psychology, medical, and business school programs - are designed to facilitate a dialogue, or more appropriately, a healthy debate on the alternative solutions to a particular problem. Today, there are precious few case studies that illustrate "what works" in the New Economy, and in our casebook we have assembled a unique and comprehensive selection that is directly relevant to the New Economy. About The Authors: Jeffrey F. Rayport, founder of the Monitor Marketspace Center, is regarded as one of the most influential thinkers in the field of e-commerce. He launched the first e-commerce strategy course at Harvard Business School nearly six years ago, and to date has written nearly 100 case studies on e-commerce. His second year elective course on this subject consistently enrolled nearly half of the Harvard Business School class of 800 students. For three years running, he was voted "best professor" at Harvard Business School by the student body - the first Harvard Business School professor to receive this award three years in a row. Dr. Rayport's research has focused on the impact of information technologies on service management and marketing strategies for business, and has involved a wide array of high-tech and service firms, industry associations and professional practices. In addition to his HBS case studies, he has written numerous articles on new-economy topics that have appeared in industry and popular business publications. Dr. Rayport earned a bachelor's degree from Harvard University, a M.Phil. in International Relations at the University of Cambridge (UK) and an A.M. in the History of American Civilization and Ph.D. in Business History at Harvard University. His doctoral research examined diversification strategies among the regional Bell operating companies after the breakup of AT&T, with a focus on the transformation of high-tech companies from technology-driven to marketing-oriented firms. Bernard J. Jaworski holds the Markets Chair at Monitor Company and holds a joint appointment as research director in the e-commerce Marketspace Center. He previously was the Jeanne and David Tappan Marketing Fellow and Professor of Marketing at the University of Southern California. He has also served on the faculty at the University of Arizona and was a Visiting Professor at Harvard Business School. His received his undergraduate degree from the University of Massachusetts (magna cum laude) and his Ph.D. from the University of Pittsburgh. He is one of a few two-time winners of the prestigious Alpha Kappa Psi award for best marketing practice article published in the Journal of Marketing. A recent University of Colorado study ranked Dr. Jaworski as the second most productive marketing scholar in the world - as evidenced by publications in the four most highly regarded marketing journals - during the 1989-93 period. Dr. Jaworski has taught a variety of undergraduate, MBA and Ph.D. courses in the marketing strategy area. Dr. Jaworski's course was the first required e-commerce class at a major business school. For the past three years he has he co-developed, taught and managed a required MBA course on electronic commerce. In 1997, he received the Golden Apple Award as the MBA teacher of the year at USC. Dr. Jaworski's management-development experience has included work with a broad array of consumer companies in the telecommunications, insurance, construction, semiconductor, software and healthcare industries. He has taught programs in Asia, Europe and North America. In 1993, he cofounded, and was the principal architect of, Texas Instruments Virtual University (TIVU), which has developed core marketing curricula, executive strategy and marketing curricula, and custom workshops on topics such as product planning, marketing plans development, brand positioning and marketing organizational design. For the past five years, he has served as dean of TIVU. |
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